Lead User Identification in Online Forums with Social Media Analytics

Daniel Seifert & Anton Schloesser

Studenteropgave: Kandidatafhandlinger

Abstrakt

The aim of this thesis is to show how social media analytics facilitates the identification of lead users among members of an online forum. Our research summarizes and discusses literature from the areas of lead user research and social media analytics and combines both streams of research to analyze user behavior on social media platforms. We describe different computer-aided methods to identify individuals that possess the specific lead user characteristics ‘ahead of trend’, ‘dissatisfaction’, ‘involvement’, ‘opinion leadership’ and ‘product-related knowledge and expertise’. In triangulating our findings with the result of a mass screening search we could enhance the validity of our approach.

UddannelserCand.merc.mib Management of Innovation and Business Development, (Kandidatuddannelse) Afsluttende afhandlingCand.merc.it Business Administration and Information Systems, (Kandidatuddannelse) Afsluttende afhandling
SprogEngelsk
Udgivelsesdato2016
Antal sider142
VejledereDaniel Hardt